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The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations.
Foods 2019; 8(8)F

Abstract

The current research focused on the (in)congruity between pictorial (ingredient item depiction) and textual (ingredient list) information on food packaging, namely, an apple-mango juice. Specifically, the influence of these information sources on expected and perceived flavor intensities, mismatched perceptions, perceived deception, and intention to purchase was studied by taking into account the possible moderating role of consumers' thinking style. Three studies were performed, the first and third at a Dutch University by means of surveys and sensory tests, and the second via an online survey. The results showed that, overall, most consumers did not perceive the incongruity between pictorial and textual information as mismatching. However, a perceived mismatch from packaging, whether originated by the design manipulations or not, did increase perceived deception and lowered willingness to purchase. This effect was robust for both mismatches, among packaging elements (pre-consumption) and from expected and perceived flavor ratios (post-consumption), but was more substantial for the post-consumption mismatch. Although the moderating effect of cognitive processing style regarding expected and perceived flavor ratios from pictorial and textual (ingredient list) information was not confirmed, the results indicated that the effect of salient textual information is substantial, independent of a particular processing style or label usage.

Authors+Show Affiliations

Marketing and Consumer Behaviour Group, Social Sciences, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands.Marketing and Consumer Behaviour Group, Social Sciences, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands. betina.piquerasfiszman@wur.nl.

Pub Type(s)

Journal Article

Language

eng

PubMed ID

31434331

Citation

Timmerman, Nicole, and Betina Piqueras-Fiszman. "The Effect of Ingredient Item Depiction On the Packaging Frontal View On Pre- and Post-Consumption Product Evaluations." Foods (Basel, Switzerland), vol. 8, no. 8, 2019.
Timmerman N, Piqueras-Fiszman B. The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations. Foods. 2019;8(8).
Timmerman, N., & Piqueras-Fiszman, B. (2019). The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations. Foods (Basel, Switzerland), 8(8), doi:10.3390/foods8080354.
Timmerman N, Piqueras-Fiszman B. The Effect of Ingredient Item Depiction On the Packaging Frontal View On Pre- and Post-Consumption Product Evaluations. Foods. 2019 Aug 20;8(8) PubMed PMID: 31434331.
* Article titles in AMA citation format should be in sentence-case
TY - JOUR T1 - The Effect of Ingredient Item Depiction on the Packaging Frontal View on Pre- and Post-Consumption Product Evaluations. AU - Timmerman,Nicole, AU - Piqueras-Fiszman,Betina, Y1 - 2019/08/20/ PY - 2019/06/26/received PY - 2019/07/23/revised PY - 2019/08/16/accepted PY - 2019/8/23/entrez PY - 2019/8/23/pubmed PY - 2019/8/23/medline KW - expected/perceived flavor intensity KW - experiential cognitive style KW - mismatch perception KW - packaging cues KW - perceived deception KW - rational cognitive style JF - Foods (Basel, Switzerland) JO - Foods VL - 8 IS - 8 N2 - The current research focused on the (in)congruity between pictorial (ingredient item depiction) and textual (ingredient list) information on food packaging, namely, an apple-mango juice. Specifically, the influence of these information sources on expected and perceived flavor intensities, mismatched perceptions, perceived deception, and intention to purchase was studied by taking into account the possible moderating role of consumers' thinking style. Three studies were performed, the first and third at a Dutch University by means of surveys and sensory tests, and the second via an online survey. The results showed that, overall, most consumers did not perceive the incongruity between pictorial and textual information as mismatching. However, a perceived mismatch from packaging, whether originated by the design manipulations or not, did increase perceived deception and lowered willingness to purchase. This effect was robust for both mismatches, among packaging elements (pre-consumption) and from expected and perceived flavor ratios (post-consumption), but was more substantial for the post-consumption mismatch. Although the moderating effect of cognitive processing style regarding expected and perceived flavor ratios from pictorial and textual (ingredient list) information was not confirmed, the results indicated that the effect of salient textual information is substantial, independent of a particular processing style or label usage. SN - 2304-8158 UR - https://www.unboundmedicine.com/medline/citation/31434331/The_Effect_of_Ingredient_Item_Depiction_on_the_Packaging_Frontal_View_on_Pre-_and_Post-Consumption_Product_Evaluations L2 - http://www.mdpi.com/resolver?pii=foods8080354 DB - PRIME DP - Unbound Medicine ER -